Starbucks has launched a new global out-of-home (OOH) campaign celebrating connection, craft, and authenticity — a return to the brand’s roots. Created in partnership with Anomaly and photographed by Jeremy Liebman, the campaign features real Starbucks baristas in real coffee shops, reminding the world that behind every cup, there’s a human story.

What’s the idea behind this campaign?

The concept highlights authentic human connection — the heart of the Starbucks experience. Instead of focusing on products, the campaign celebrates the people who bring the brand to life every day: its baristas. It’s a visual tribute to the warmth, pride, and artistry that define every Starbucks store worldwide.

Starbucks’ global OOH campaign in New York City / Photo by Jeremy Liebman

How was the idea executed?

The creative direction embraces a minimalist and elegant design — clean white backgrounds, signature green typography, and genuine portraits of Starbucks partners (employees). The images were captured in real stores, showing everyday moments of care and craftsmanship.

The campaign debuted in Times Square, New York, one of the most iconic advertising spaces in the world. Amid the chaos of digital screens and bright lights, Starbucks stands out with simplicity and sincerity.

Real Starbucks barista featured in the new OOH campaign / Jeremy Liebman

Why is this execution unique?

Unlike most global campaigns that rely on celebrities or elaborate visuals, Starbucks chose authenticity over spectacle. Featuring real baristas instead of actors, the campaign builds emotional credibility. It’s a bold move that reflects a growing cultural shift toward transparency and humanity in branding.

A huge thank you to @Starbucks and @Anomaly for trusting me with their new global OOH campaign — a return to the brand’s roots with a renewed focus on connection and craft, featuring real Starbucks baristas in real coffee shops.

How does it connect with audiences?

In an era dominated by digital noise, Starbucks’ message feels refreshingly human. The campaign reminds people that coffee isn’t just a product — it’s an experience built on connection, warmth, and community. By spotlighting real people in real moments, Starbucks rekindles the emotional bond it shares with its global audience.

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Final thoughts: The human side of coffee

With its global OOH campaign, Starbucks demonstrates how simplicity and sincerity can cut through the clutter. By turning the spotlight on its baristas, the brand tells a story that transcends coffee — a story about people, purpose, and shared moments.

In a world that moves fast, this campaign invites us to slow down, connect, and remember that the best stories are brewed — not scripted.